Instagram Creator Subscriptions: Launch Imminent - Details

Instagram's Creator Subscriptions: Approaching Wider Release

Earlier this year, Instagram indicated it was investigating the feasibility of creator subscriptions. Subsequent development work revealed a feature designed to provide exclusive Stories content accessible only to subscribers. Now, indications suggest the company is preparing for a broader rollout of these creator subscriptions.

App Store Listing Reveals In-App Purchase Options

Two independent app intelligence firms have identified the addition of in-app purchase options within the U.S. version of the Instagram app, specifically designated for “Instagram Subscriptions.”

Sensor Tower and Apptopia specialize in tracking the mobile app landscape. Their services encompass monitoring app chart performance, user engagement, and gathering app marketing data. They also monitor subtle app modifications, such as updates to App Store descriptions or image galleries, and the introduction of new in-app purchases.

Predicting Feature Launches

These changes often foreshadow upcoming features. For instance, tracking new in-app purchases allowed observers to anticipate the launch of Twitter Blue, Twitter’s premium subscription service, prior to its official release. Similarly, the appearance of “Instagram Subscriptions” in-app purchases strongly suggests an impending wider launch of Instagram’s subscription-based platform for creators.

Sensor Tower data confirms the initial “Instagram Subscriptions” in-app purchase was added to the U.S. App Store on November 1st, priced at $4.99. A $0.99 in-app purchase option followed on November 3rd.

Prior to these additions, the only available in-app purchases related to “Instagram Badges.” These virtual items allow fans to financially support creators during live broadcasts, with prices ranging from $0.99 to $4.99.

User Sightings and Limited Testing

Several Instagram users have also reported observing these new subscription listings. Social media consultants Matt Navarra and Brian Kofi Hollingsworth, both based in the U.K., recently shared information about the new listings on Twitter.

Instagram typically initiates new feature testing with a select group of creators before a public release. Therefore, even with these in-app purchases appearing, the subscription option may not be immediately visible to all users.

Expanding Creator Tools

Instagram has publicly stated its commitment to expanding its suite of creator tools. This includes exploring options like subscriptions and even Non-Fungible Tokens (NFTs) to enhance the platform’s appeal to creators.

The subscription model aims to enable fans to provide ongoing financial support to their preferred creators in exchange for exclusive content access.

Exclusive Stories and Member Benefits

Earlier this summer, development work on a potential feature, “Exclusive Stories,” was identified. This feature would grant paying subscribers access to Stories unavailable to the general public. These Stories would also be protected from screenshots and could be archived as “Highlights” visible only to members, according to reverse engineer Alessandro Paluzzi.

Paluzzi also discovered that subscribers would receive a unique member badge and access to exclusive live video streams.

Monetization Strategy and Creator Relationships

During Instagram’s Creator Week in June, Head of Instagram Adam Mosseri discussed the company’s monetization strategy. He outlined three key areas: commerce (branded content, merchandise, affiliate marketing), ad revenue sharing, and payment products.

Payment products encompass direct payments like tips and badges, as well as “gated content or subscriptions.” Mosseri emphasized the value of direct creator-fan relationships fostered by these payment options, considering them more sustainable long-term.

Competition in the Creator Economy

Instagram faces increasing competition for creator talent. This competition extends to numerous startups, crowdfunding platforms, and rival social media platforms like TikTok, Snap, Pinterest, and YouTube. Twitter launched its own creator subscription platform, Super Follows, in September.

Instagram declined to provide further details regarding its subscription plans when contacted for comment on the new in-app purchase options.